Building and Evangelizing for Holistic Customer Experience
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The document provides advice for building teams to design holistic experiences across all touchpoints and channels. It recommends expanding one's perspective, creating a compelling vision, clearing obstacles, and starting with small wins to iteratively improve experiences. The overall message is that experiences must be designed holistically rather than focusing on individual digital or physical elements.
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Building and Evangelizing for Holistic Customer Experience
- 1. building & evangelizing holistic experience design Samantha Starmer sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/29023275@N04/2753536862
- 2. me lots of web stuff: Amazon, Microsoft REI – Recreational Equipment, Inc. lead design & experience teams teach at University of Washington
- 5. experiences are across touchpoints, channels, mediums & devices
- 6. if we want our teams to make a difference …
- 7. if we want to be involved in strategy …
- 8. if we want to be part of the decision process…
- 9. we must design for a holistic experience
- 10. http://www.flickr.com/photos/raftwetjewell/3121396468 our lives aren’t just digital
- 11. digital and physical are colliding
- 12. don’t design for just website
- 13. … app
- 15. … or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
- 16. we must design across all touchpoints and channels
- 17. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
- 18. but
- 19. ‘ integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 28. no Encore…
- 32. “ there will be an all-out war to own the customer experience management space” Forrester, 2011 Customer Experience Predictions
- 33. build our teams to design for the holistic experience
- 34. how?
- 38. 1. expand your mind
- 40. http://averagecats.com/page/7 make new friends
- 45. get outside your box http://www.flickr.com/photos/jaboobie/4756495600
- 52. comfort in discomfort “ an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.”
- 53. http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg eek – I don’t know anything about store design!
- 54. you don’t have to be an expert
- 55. 2. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
- 57. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
- 63. follow the north star http://www.flickr.com/photos/brunmarde/4264215019/
- 65. Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
- 68. tell a fairy tale
- 70. Meet Aaron Outdoor Loyal 31, Chicago Weekend warrior involved in many sports, knows a lot about gear, and loves to research “ I push myself in work and play and need my gear to keep up with me”
- 71. I’ll visit REI for gear suggestions for my upcoming race…
- 72. Here is my bike research list…
- 73. 3. build the path http://www.flickr.com/photos/23072179@N00/514528095
- 80. get political
- 86. remove road blocks http://www.flickr.com/photos/cyberslayer/3556721606
- 89. you may not get to design in the same way any more you have to be okay with that solution & process design is still design
- 90. 4. just do it http://www.flickr.com/photos/tutuwon/2745902664
- 92. tear it up a little http://www.flickr.com/photos/18161462@N00/73573681
- 94. UX Mag
- 104. start with small wins http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
- 109. build our teams to design for the holistic experience
- 110. MAKE IT HAPPEN
- 111. http://www.flickr.com/photos/baking_in_pearls/3960662314 thank you!! Samantha Starmer sstarme@rei.com @samanthastarmer
Editor's Notes
- Being part of strategy isn’t just for people who want to get promoted. Most of us feel that we have more to offer, that we can add value beyond just executing on tactics and producing great digital products and experiences. And many of us truly believe that our digital products and experiences would be BETTER if we were able to be involved earlier in value and strategy conversations. But no matter how good you are, it doesn’t just happen. You don’t suddenly get invited to sit at the big kids table. The more we feel valued in our jobs, the happier we are. I certainly don’t have all of the answers, but I’ve learned some tips by analyzing my own successes and watching others whose opinions get heard.
- Ritz carlton
- Ritz carlton
- Buying a tent Why?
- Buying a tent Why?
- Weekend warrior involved in many sports, knows a lot about gear, and loves to research “ I push myself in work and play and need my gear to keep up with me”
- Aaron visits REI for gear suggestions for his upcoming race…
- He taps his 'Bike Research' list to find the bike and add it to his cart.
- Friends image
- Picture of calendar
- Picture of calendar